Former P&G director joins LiquiGlide Advisory Board

‘CPG manufacturers are desperate for innovation that drives both top and bottom line growth’

By Jenny Eagle contact

- Last updated on GMT

Tom Britanik
Tom Britanik
‘CPG manufacturers are desperate for innovation that drives both top and bottom line growth, and at the same time, consumers are pressuring them to deliver more value’, according to Thomas Britanik, former senior VP/chief marketing officer, The Clorox Company.

Britanik, who was also marketing director at Proctor & Gamble, has joined LiquiGlide advisory board as an independent consultant, bringing nearly 30 years of consumer brand management and marketing experience, to drive its slippery coating technology to commercial success.  

'Enormous potential'

Unfortunately, many manufacturers often only look to what is inside the package to drive innovation and overlook a key value driver - the package​,” he told BakeryandSnacks.

LiquiGlide was created in 2012 by Dave Smith and Kripa Varanasi, after recognition at the MIT (Massachusetts Institute of Technology) $100K Entrepreneurship Competition and won the Mass Challenge competition.

It initially focused on packaging and processing applications such as mayonnaise and ketchup, in the consumer goods industry because it makes viscous liquids slide easily, with less waste in processing lines and cost savings.

Britanik said the coating technology provides a unique marketing opportunity with enormous potential.

He intends to help the advisory board come up with ways to communicating its value to consumers and manufacturers, and building the LiquiGlide brand into a household name.

In my almost 30 years of CPG experience, I have been involved in several package innovations where we were able to increase the price beyond the cost of the innovation, improving our margin, growing sales and building share because the consumer or the operator saw it as delivering a value added benefit​,” he added.  

Retailers and distributors were able to enhance their margins as well. Packaging innovation can deliver a better experience to consumers and drive value for everyone​.

CPG brands want to differentiate themselves from competitors

LiquiGlide is a perfect example of packaging innovation that drives value for everyone involved. Their slippery coating technology helps consumers get all of the product they purchase and helps CPG brands differentiate themselves from competitors​.

My experience bringing similar technologies to market will help me deliver value as a member of LiquiGlide’s advisory board​.”

At Clorox, Britanik served on the executive committee and led the global marketing team, a role for which he was responsible for building brand value and improving marketing return on investment.

His key areas of responsibility included brand management, consumer insights, advanced analytics, consumer promotion and commercial production, among other functions.

At P&G, he was responsible for several multi-billion-dollar brands, focusing on business strategy, new product introductions and market research.

Britanik has a bachelor's degree in economics from the University of Pittsburgh, and an M.B.A. from Western New England College.

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